touchpoint marketing
TRANSCRIPT
TOUCHPOINT MARKETINGcustomers don’t think channels
Kristof DrossaertDigital Strategist DigitasLBi Belgium
Lector Digital Strategy Karel De Grote Hogeschool Antwerpen
@drostof
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drostof.be
THE NEW CUSTOMERa complex journey
The traditional customer in a 3-step model
always connected
narrowing gap between interest & purchase
visual stimulation
peer interaction
The new customer
external influe
nce
reviews, ratings, searc
h,
community, word-of-mouth,
videos, product com
parison
Zero Moment Of Truth
New journeys
cross-channel journeys
64% research online before buy in-store
57% research online before buy online
38% research in-store before buy online
consumer research2013
New journeys
digital in-store experience
15% research on a mobile phone in-store
11% compared prices on a mobile device in-store
7% researched on a tablet in-store
consumer research
11% bought on a mobile device in-store
2013
New journeys
ways to engage
40% follow at least one brand
35% gave feedback through social media
12% checked-in on an event or transportation
consumer research
13% used a mobile coupon
10% scanned a QR-code
2013
IF CUSTOMERS DON’T THINK CHANNELS THEN HOW DO I CONVERT ?
CONVERSION IS BRANDINGbrandbuilding = relationship building
BRANDING IN THE PAST
BRANDING IN THE E-COMMERCE AGE
WHAT JUST HAPPENED ?
In the race for high conversion brands generalize and use patterns
simple layout and design, white background, … lead to faster page-loads
Conversion has become convention.
Conversion has become convention.
…boring!
BRANDING IN THE FUTURE
How does our mind work ?
MO
TIVA
TIO
N
USABILITY
FAIL
WINfu
n!
boring but important
Conversion is …branding!
Branding is creating difference
Branding is creating difference
…not boring!
a brand is a network of associations in people’s heads
?
BRANDING DISSECTED
brand personality
communication
behaviorappearance
brand personality
communication
behaviorappearance
product informationnewsletters
social media posts
Storytelling = telling the story of your brand = giving your brand a personality
good examples can be found in car brands, Red Bull, …
Persuasive design = “Trick” the customer
Tone of voice & copy = personality
brand personality
communication
behaviorappearance
product information newsletters
social media posts
storytelling
persuasive design tone-of-voice & copy
use of channels (mobile, social, …)
assortment
pricing & promotions
run that extra mile
Bring added value = advice, build a community and relationship, trigger emotions
CASE : BEACONS
Beacons enhance the shopping experience in the store. These beacons allow store-owners to build specific targeted offers to their clients. !Selected products or shelves can send out a signal to a certain profile of visitors. This visitor is then triggered with a call-to-action to respond to it.
Customer service = be there for your clients at every step of the experience (touchpoint marketing)
Staff touch points
brand personality
communication
behaviorappearance
product information newsletters
social media posts
storytelling
persuasive design tone-of-voice & copy
use of channels (mobile, social, …)
assortment
pricing & promotions
product photography
fonts
store-layout
customer service
added value
Break the rules = try to be different and remarkable
Put it in the details = all communication has to respect the brand personality
CASE : COOLBLUE
Coolblue can be considered one of the best webshops in Belgium at this moment. They manage to use every opportunity to talk to their clients. !From the website which is well constructed, through the very recognizable blue packages, the follow-up e-mails and the no-nonsense customer service, they manage to build an outstanding customer experience.
brand personality
communication
behaviorappearance
product information newsletters
social media posts
storytelling
persuasive design tone-of-voice & copy
use of channels (mobile, social, …)
assortment
pricing & promotions
product photography
fonts
store-layout
break the rules
details
BRAND PERSONALITY ATTRACTS CUSTOMERS
TO A BRAND -
CONVERSION !
BECOME A LOVEBRAND
THE (DIGITAL) FUTURE OF MARKETINGhuge challenges ahead
TOUCHPOINT MARKETING
Every interaction is an opportunity to sell yourself. !Marketing isn’t limited to nice advertisements, a good-looking website and a cool logo. !Marketing happens when a shopper steps through the front door of your shop, it happens when he visits the website, when he asks a question on the phone, when he receives a package at home.
Every interaction is an opportunity to sell your product. !Every touchpoint with the client can be an indirect sales opportunity. !Ideas like a Facebook-webshop or coupons through SnapChat can be part of the brands eco-system.
Good experience = generous clients
SHOPPING EXPERIENCE
CUSTOMER DATA
(“big data”)
PERSONALIZED DEALS
BEWARE = big data is only useful when it’s SMART data
QUESTIONS / REMARKS ?